Since we cannot pay Top Dollars like FAANGs or even a relatively mid level company, how else can you attract hungry and motivated people even though I can pay close to average market rates in my area? I can offer equity but it's meaningless for a private company at the moment at least. Do I just make peace with the fact that unless I can offer FAANG level money, it's game over ?
For your mid-tier to junior technologists look for individuals that are trying to transfer into tech roles and don't have alot of experience BUT can demonstrate real ownership of problems in whatever business they were previously in.
For mid/jr level people one of the most important things you can provide is a clear path that shows your company is willing to invest training in your software & common industry tools.
As for finding them: check out your local technology meetup groups (online or in person), look for recommendations from your social network, check about posting opportunities with local universities/colleges.